The English-language beauty, entertainment and lifestyle platform hopes to delve into original video over the next few months.

It will be overseen by Popsugar editor-in-chief Lisa Sugar and Alessandra Foresto, formerly the beauty editor of Fit Pregnancy and O, The Oprah Magazine.

“Latinas are the fastest growing market in the United States, and this young, family-oriented woman loves to shop and gather information and is connected with her smartphone at a faster rate than any other demographic,” said Eileen Carty, EVP of brand partnerships at Popsugar, in a statement. “The Latina interests align perfectly with our brand commitment.”

JCPenney will be the exclusive sponsor of Popsugar Latina during its launch period.

“While we can’t disclose details of JCPenney’s media plan, creating integrated brand content is at the core of what we do at Popsugar, and we typically work with major sponsors to create diverse content ranging from banner ads to native posts to branded videos,” Anna Fieler, EVP of marketing for Popsugar, told StreamDaily.

According to a press release, Popsugar Latina will “offer content for the modern Latina who sees herself as 200% – 100% American and 100% Latina,” focusing on celebrity, healthy living, beauty, fashion, family life and food. At the moment, the site only features articles, but Fieler said the company plans to add original video content. It is currently in discussion with talent partners, and it hopes to announce plans for its video slate in the next few months.

Popsugar was founded in 2006 by husband and wife team Brian and Lisa Sugar. Targeting females age 18 to 40, it draws more than 75 million users worldwide and drives a billion dollars in sales for its retail partners, according to the company. Funded by Sequoia Capital and Institutional Venture Partners, the privately-held company has offices in Chicago, Los Angeles, New York, San Francisco and London.

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Todd is StreamDaily's U.S. West Coast Correspondent. He has written for a wide range of publications, including The Hollywood Reporter, Variety, the Los Angeles Times, the New York Post, NylonGuys and, yes, even the Weekly World News. Earlier in his career, he served as senior editor for the pioneering alternative movie magazine Film Threat. You can reach him at toddrlongwell[at]gmail.com or on twitter @toddlongwell1